There are more than 1.2 million followers for its Twitter feeds. Their Facebook page is packed with comments and almost 2 million people “like” it. Its blog “Nuts About Southwest” is a model for the industry.
The airline social media team coordinates its efforts using CoTweet for Twitter and Facebook. The tool enables them to assign tasks. They each have a shift to cover monitoring key words and campaigns.
Reports are developed to share with other departments about new product announcements, for example.